浅析《我是歌手》金鹰网推广理念

Analysis about the Concept of Propaganda of ＇I AM THE SINGER＇ on Hunantv.com

作为2013年中国电视音乐类真人秀节目成功典型,《我是歌手》第一季极具研究价值。不过,在电视端推广有声有色的同时,其金鹰网官网推广却不尽如人意,即传统电视媒体的成功推广到了互联网传播却显得相形见绌。本文选择《我是歌手》第一季金鹰网推广为研究对象,主要采用内容分析法、文献资料法、对比分析法,从节目呈现形式、互动性、广告投放三个方面对其官网推广进行探究。笔者认为,《我是歌手》第一季金鹰网官网推广在内容建设、多极互动、技术应用等多方面存在缺陷,特提出如下建议：丰富网站内容,线上线下统一战线;扩大网站制作技术的应用,提高网站制作水平;提升网站互动性,创造安全互动环境;明确定位划分重点,重视信息使用监测。

As the successful case of Chinese MTV show,the season one of＇I AM THE SINGER＇ is very worthy to investigate and study.The propaganda of the show on the TV side is very effective,while the propaganda on the hunantv.com is inferior to personal meaning.This phenomenon shows that internet appears deficient in comparison with TV in propaganda.The author chose the propaganda of ＇I AM THE SINGER＇ on the hunantv.com to be object of study,and mainly used content analysis,documentation method,and contrast method to study the propaganda on the internet from three different sides：presentation format of the show,interaction,and advertising.As result,the propaganda of ＇I AM THE SINGER＇ on the hunantv.com has many defects on contents construction,interaction,and application of technology.So the author suggests that hunantv.com should enrich the content,increase the application of advanced technology,enhance the interaction,and clear the key-point.